Footwear manufacturers diversify operations in the digital market

Aiming for footwear exports to recover at this time of resumption of the economy, the Brazilian Footwear Industries Association (Abicalçados), through the Brazilian Footwear, a program to promote exports of the industry developed in partnership with the Brazilian Trade and Investment Promotion Agency (Apex-Brasil), held a webinar to present digital actions in the international market in 2021. The initiative took place on December 8 and was conducted by the coordinator and an analyst of Abicalçados' Trade Promotion Unit, Letícia Sperb Masselli and Paola Pontin.

On that occasion, Masselli and Pontin detailed all ten actions of the Brazilian Footwear for the coming year. “These are actions that seek to go beyond maintaining the market and that aim to expand the performance of Brazilian shoes internationally,” Masselli emphasizes. According to her, the actions receive subsidies of about 50%. "In addition to the support, it is important to highlight that online events have much more attractive costs than in-person gatherings, especially due to the logistics involved", she explains.

Data by Euromonitor point to the growth of the share of e-commerce in the international market, a trend that is driven by consumers, but which also has an impact on companies' business models. Main Latin American footwear market, in Brazil only 1.2% of sales were made via e-commerce in 2010. In 2019, the share rose to 13%. In the three main footwear consumer markets in the world – China, India, and the United States –, the share went from 0.9%, 1.3%, and 7.5% to 29.3%, 9.7%, and 22.7 %, respectively.

Check out the digital actions in 2021

Public Notice for International Digital Marketing: with a global impact, the notice allows companies that are members of the Brazilian Footwear to propose international actions focused on digital marketing with partners who work with e-commerce. Last year, the digital marketing actions generated USD 643 thousand for the participants. Period: November 2020 to May 2021.

Brasil Fashion Now: lasting six months, Brasil Fashion Now is a digital showroom devoted to Brazilian fashion aiming to present, facilitate, and generate exports to the United States and Europe. Currently, nine footwear companies have profiles on the platform Blanc Fashion – – for more than 10 thousand buyers from 60 registered countries. Period: March to August 2021. an exclusive online platform for Brazilian shoes for exports. Currently, it has about 160 registered companies. Period: all year round. powered by Joor (United States): unprecedented, the action of the Brazilian Footwear facilitates penetration into the U.S. market, even though it has a global impact. With already established management tools, required by the main players in the country, the platform is essential for companies that wish to penetrate or strengthen their presence in the U.S. market. In total, there are more than 200 thousand registered buyers. Period: all year round.

Micam Americas/Footwear@Coterie/Sole Commerce (North and Central America): digital fairs held in partnership with NuOrder, a platform to manage orders and customers used by some of the main international players in the industry. Period: 1st half of 2021.

Sourcing at Magic Digital (North and Central America): digital fair geared towards manufacturers, suppliers, service providers, and private label. In 2020, it takes place until December 15. Period: March 1 to May 1, 2021.

Micam Milano Digital (Europe): the largest footwear fair in the world now in the digital environment. In total, there are more than 500 thousand international buyers registered on the platform NuOrder, with sales made directly on the website. In 2020, the edition of the event generated USD 353 thousand for Brazilian brands. Period: 1st half of 2021.

Online business networking meetings in France: online meetings with French buyers interested in Brazilian products. Period: 1st half of 2021.

Online business networking meetings in Russia: online meetings with Russian buyers interested in Brazilian products. Period: June 2021.

Online business networking meetings in Latin America: the action debuted still in 2020, with two editions. The first will likely generate more than USD 1.2 million between deals that were closed and those that began to be negotiated during the event. Data relating to the second edition will be released next week. They are online business networking meetings with buyers from the main markets in Latin America. Period: March and August 2021.

About the Brazilian Footwear:
The Brazilian Footwear is an exports promotion program developed by Abicalçados in partnership with Apex-Brasil. The program aims to increase exports of Brazilian footwear brands through development, trade promotion, and image actions focusing on the international market.
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About Apex-Brasil:
The Brazilian Trade and Investment Promotion Agency (Apex-Brasil) works to promote Brazilian products and services abroad and to attract foreign investment into strategic sectors of the Brazilian economy. To reach these goals, Apex-Brasil carries out diverse trade promotion actions that aim to promote exports and to value Brazilian products and services abroad, such as prospective and trade missions, business networking meetings, support for the participation of Brazilian companies in important international fairs, and visits from foreign buyers and opinion formers to get to know the Brazilian manufacturing structure, among other business platforms that also aim to strengthen the Brazil brand.  
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